Testimonials… who really benefits?

Most people would agree that testimonials are good for business — they show other potential clients that you have a track record at getting good results. But if you think your clients are doing you the favor by giving you a testimonial, read on. You may have a few neurons holding a little too tightly onto limiting beliefs about testimonials, and in this post I hope to jiggle them loose…

Surprise! Testimonials benefit your client!

By giving you a testimonial, you are helping your clients reflect on the value they have received from your product or service, and articulate it in concrete terms for themselves.

Now – and this is important – I am not referring to the mindless and generic statement that most people think pass as testimonials; I am referring to a more specific and honest testimonial that you literally ‘coach’ out of your client. The kind of testimonial I am referring to is created by asking the right questions that help you dig deep enough to uncover the unique value your client benefited from as a result of working with you.

This type of testimonial helps your clients realize the improvement in their life and/or business and it gives them a new baseline for further improvement. In other words, it accelerates the progress that they themselves are looking for.

Surprise! Testimonials also benefit your potential clients!

If you have the ability to help your clients solve a unique and stubborn challenge – and you have the testimonials to prove it – do you think other potential clients might want to know about it? Of course they would! And you have more than a sales opportunity, you have a sales obligation to let others know how you help.

Yes, the right kind of testimonials do that.

Again, I am not referring to the generic, mindless glowing praise type of testimonial; I am referring to a specific, honest testimonial that relates directly to the unique challenge you solve.

Surprise! Testimonials also benefit you, (but not the way you might think!)

The testimonial conversation is perhaps the best opportunity you have to fully understand the work you do. By asking the right questions, you gain clarity and confidence about the value you bring. The testimonial conversation enables you to refine your own Essential Message.

That’s why you can’t simply leave testimonials to chance, or the whim of your clients who ‘graciously’ agree to give you an endorsement. The testimonial process must be a deliberate part of the service you provide — genuinely motivated to help your clients, with specific questions that help you dig deep enough to uncover hidden value they got as a result of working with you.

Now give your head a shake and go get testimonials!

Essentially yours,

Michel Neray
Chief Differentiation Officer
The Essential Message